酒店住宿体验中的价值共创机制研究  

Exploring Value Co-creation Mechanisms in Hospitality AccommodationExperiences

作　　者：王志文[1,2] 张小妮 WANG Zhiwen;ZHANG Xiaoni(School of Tourism and Hotel Management,Dongbei University of Finance and Economics,Dalian 116025,China;School of Tourism and Landscape Architecture,Guilin University of Technology,Guilin 541004,China;Commerce,Culture and Tourism Department,Jining Technician College,Jining 272100,China)

机构地区：[1]东北财经大学旅游与酒店管理学院,辽宁大连116025 [2]桂林理工大学旅游与风景园林学院,广西桂林541004 [3]济宁市技师学院商贸文旅学院,山东济宁272100

出　　处：《旅游科学》2024年第5期96-111,共16页Tourism Science

基　　金：国家自然科学基金项目“旅游场中的仪式:地方性视角的西藏民族文化旅游体验研究”(41771165);国家自然科学基金项目“移动性视角下背包旅行者的时空差异及其作用机制”(42071177);广西民族旅游研究中心开放基金资助项目“旅游地族群集体记忆建构研究”(MZLY08)。

摘　　要：新一代信息技术革命和体验经济来临,酒店服务围绕着价值共创理念开始更新,但实践中取得的价值共创效果并未达到预期。其根本原因在于对酒店环境下住宿体验价值共创的目标尚不清晰,对共创活动的推进过程和必要条件研究不足。鉴于此,文章以顾客体验为分析单位透视互动共创的住宿系统,通过扎根理论方法揭示价值共创机制。研究发现:(1)酒店住宿中的共创价值不局限于顾客中心,而是由顾客向外围扩散,形成由个体价值、关系价值和情境价值组成的价值体系;(2)共创价值的产生一般经过体验前的期待有形、体验中的互动响应和体验后的体验分享阶段;(3)有形性、响应度和分享力在各阶段的价值共创中起着关键作用。文章规避了对价值共创理论的直接跨领域移植,立足酒店住宿情境的独特性和具体性生成价值共创模型,有望推进相关理论认识,并为酒店共创实践提供启发。In the awakening of the new generation information technology revolution and the rise of the experience economy,the theory of value co-creation(VCC)in hospitality services is undergoing significant evolution.However,the practical realization of VCC has often fallen short of expectations.This disparity can be attributed to a lack of clarity regarding the objectives of VCC within the context of hospitality lodging experiences,as well as inadequate research into the processes and prerequisites essential for effective co-creation activities.To address this,the study took customer experience as the analytical unit to examine the interactive co-creation within the accommodation system,and uncovered the mechanisms of VCC through grounded theory.The study reveals that:(1)The scope of co-creation value in hospitality extends beyond customers,culminating in a value system encompassing individual value,relational value,and contextual value.(2)The generation of co-creation value typically progresses through stages involving the tangibilization of pre-experience expectations,interactive responses during the experience,and post-experience sharing.(3)Tangibility,responsiveness,and shareness play pivotal roles in value co-creation at each stage.The research refrains from directly transplanting VCC theory across disciplines,instead grounding itself in the unique and specific context of the hospitality industry to formulate a VCC model.This model holds the potential to enhance theoretical comprehension and ignite co-creation practices within the hospitality sector.

关 键 词：住宿体验 价值共创 共创机制 住宿价值 扎根理论 

分 类 号：F719.0[经济管理—产业经济]